IMPULSE BUYING IN HEALTH AND BEAUTY RETAIL: PRICE DISCOUNT, STORE LOCATION, AND STORE ATMOSPHERE

Alviona Regita Pradhini, Anggita Langgeng Wijaya, Dian Citaningtyas Ari Kadi

Abstract


This study examines whether price discount, store location, and store atmosphere influence impulse buying among consumers of Guardian Madiun, a modern health and beauty retail outlet, both partially and simultaneously. A quantitative causal-associative design was applied. Data were collected through a structured questionnaire distributed to 385 respondents who had previously purchased at Guardian Madiun; the sample size was determined using the Lemeshow formula for an unknown population and respondents were selected through purposive sampling. All items were measured on a four-point Likert scale and analysed using multiple linear regression with SPSS 25. The instrument satisfied the validity and reliability requirements and the model met the classical assumptions. The results show that price discount has a positive and significant effect on impulse buying, store location has a positive and significant effect and is the strongest predictor in the model, and store atmosphere also has a positive and significant effect. Simultaneously, the three variables significantly affect impulse buying with an adjusted coefficient of determination of 39.0 per cent. Retailers are advised to protect location visibility, communicate discount information more clearly, and improve in-store lighting.

Keywords: price discount, store location, store atmosphere, impulse buying, health and beauty retail


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